Paddy Power Becomes ITV Racing’s Main Sponsor

Irish bookmaker Paddy Power has been announced as the lead sponsor of ITV Racing's live coverage, having struck a deal with the channel that came into play on New Year’s Day.

Paddy Power will replace William Hill who has sponsored ITV Racing since the channel won the rights for the coverage in 2017.  

Aligning itself with the brand for two years, Paddy Power looks to further dominate in the sport; an area in which it already excels. As part of the deal, the Paddy Power brand will sponsor ITV's magazine programme The Opening Show which provides hard-hitting commentary and analysis of the most significant UK and Irish horse racing action. The deal will also include sponsorship and prime placement on broadcast programs, catch up TV, digital coverage, social media and podcasts. 

The Flutter brands will feature in the ITV Racing App, including the ITV7 competition. 

Mark Trinder, director of commercial sales and partnerships at ITV, said:  

"ITV Racing has become the bedrock of our ITV Sport programming calendar. The weekly output and excellent expert presentation has taken racing to new levels in terms of profile and audiences. 

"I welcome Flutter Entertainment to the fold as our new broadcast sponsor. It’s great to be working alongside the team there on what I'm sure will be another vintage year at the races."

Paddy Power marketing director Michelle Spillane said:  

"ITV Racing has been brilliant for the sport for the last four years and we viewed it as a natural synergy to become headline sponsor for the Bafta award-winning show.  

"We're looking forward to working with the immensely talented ITV team for at least the next two years and it’s great to be an integral part of a presentation that produces sporting history for our customers week in and week out." 

Currently, there have been no details shared regarding the value of this partnership. However, given that William Hill's deal was thought to be around £10 million over the four years, we expect some pretty sizeable sums to have exchanged hands.